Missoni Invites for a Feel-Good Fairytale

Alessandra Roveda has created a stunning fairy tale like environment within the Missoni space in via Solferino, Milan. The Italian artist filled the interior with multicoloured crocheted objects – ranging from sushi to an alarm clock next to the bed, in perfect pairing with Missoni’s language and passion for textile playfulness.


Angela Missoni continues to prove her artistic empathy, as well as a creative support along the brand`s heritage of sensibility for knits, material and color. The artist created a fairytale like environment within the showroom – completely enveloped in multicolored knits bringing every day objects to life and zooming the visitor in a sweet childhood like scenario within a playful setup and audio elements.
Alessandra Roveda’s artistic practice highlights many points of contact with the Missoni language, articulating endlessly colored threads and crochet stitches. An embracing world, in which reality becomes a magic playground evoking personal memories.